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Listening to the Customer >> Content Detail



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LEC #TOPICSKEY DATES
1Introduction
2Case: Boston Beer Boston Beer Company, StorytellingPick Project Team
3Guest Lecture: Robert Klein, AMSPick Topic & Prepare Discussion
4Interviews, Consumer BehaviorPick Topic & Prepare Discussion (continued)
5Guest Lecture Jim Ferry, B.I.G.Conduct Interview
6Focus Groups: Boston Fights Drugs, Test-marketing a PresidentConduct Interview (continued)
7Guest Lecture Christina Hepner BrodieComplete and Transcribe Interviews
8Observational MethodsComplete and Transcribe Interviews (continued)
9'Scrubbing' ExerciseIdentify and Scrub
10Generating ConceptsIdentify and Scrub (continued)
11The Customer's Voice on PricingCreate an Affinity Diagram
12Presentations
 


 



 








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